ITZ FIRE restaurant menu brand identity



We made brand identity for ITZ FIRE restaurant, which is based in New York. Client wanted the logo and new menu design would look spicy, hot and would look like a cartoon. Our task was to make memorable brand identity design, which has an eye-catching character.




There are many competitors in this niche. We analyzed many restaurant logos. Many of them are made without professional drawing skills. Also, some already do not suit for restaurant theme what nowadays is pretty amazing too. Our task was to look through these examples, recognize, analyze problems and avoid them in creating logo design and to make the best we can. Same applies for the brand identity.




Simple. A simple logo & Menu design allows for easy recognition and allows the logo to be versatile & memorable. We created unique logo elements, so it’s not look like overdrawn. Memorable. Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo. Appropriate – the logo describes what the company does. Versatile. An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats. We made it. Logo & brand identity design should be Timeless. An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 50 years? Hope grandchildren will answer it.




Chilli pepper. You can see it instead of cancer tongs or on cancer character’s apron. Memorable logo & menu design.




It was not hard to make a decision which font to choose making ITZ FIRE logo & brand identity. We have collected tons of different fonts and after some time with our client, we have chosen font, which looks good in signboard and is bold.




Chili pepper and fire colors make logo look spicy. Also claret color. It is found to be the most appetizing color. That is why we used this trick.




Firstly, we communicated with our client, listened to him, raised all priorities and potential problems above, analyzed many competitors, created logo & brand identity accent, selected the most suitable fonts and colors and in the end we left our client happy.


November 5, 2014


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Brand identity